Xbox 360 era veteran returns to Xbox as Asha Sharma’s new key advisor

Craig Cincotta, a veteran of the brand’s communications team from 2010 to 2013, has announced via LinkedIn his appointment as Chief of Staff within the Office of the CEO at Xbox.

This move marks a high-profile homecoming for Cincotta, occurring over a decade after his initial departure from Microsoft’s gaming division. His return has been met with a warm industry reception, drawing public congratulations from notable figures such as Larry Hryb and Aaron Greenberg.

The appointment highlights a deep-seated professional synergy with the new Xbox President, Asha Sharma. The duo previously collaborated within Microsoft’s marketing department in 2013 and later at Porch Group. Having spent the last few years immersed in Microsoft’s Cloud and AI initiatives, Cincotta is uniquely positioned to bridge Satya Nadella’s overarching technological vision with the gaming community he first served during the Xbox 360 era.

In his capacity as Chief of Staff, Cincotta will serve as Sharma’s primary confidant and a vital advisor on operational strategy. While Xbox maintains a broad leadership structure, Cincotta will occupy a pivotal role directly alongside the CEO. His reappointment is widely interpreted as a strategic effort to harmonize core gaming heritage with the company’s aggressive push into artificial intelligence.

Source: iXBT.games